Choosing a name is one of the most exciting parts of starting a business. It is also one of the easiest places to make an expensive mistake. Owners sometimes order signs, build a website and print business cards, only to learn that the name is already registered, the domain is taken, or another company has been using it for years.
A good name is one you can register, protect and grow with. Here is a practical process for choosing one in Florida before you commit.
Start with what the name needs to do
Before you search anything, decide what your name should accomplish. A few questions help:
- Is it easy to say and spell? If people hear it on the phone, can they find you online?
- Does it leave room to grow? A name tied to one city or one product can feel limiting later.
- Does it fit your customers? A law-related service and a children’s tutoring company call for different tones.
- Is it distinct? Names built from generic words are hard to stand out with and hard to protect.
Make a shortlist of five to ten options. You will likely lose a few during the checks below.
Check the Florida business records
Your first stop is the Division of Corporations’ search on Sunbiz. Search for your exact name and close variations. In general, a new LLC or corporation name must be distinguishable from names already on file with the state, and small changes such as punctuation or a different ending may not be enough.
Your official LLC or corporate name will also need an ending that identifies the entity type. The Sunbiz filing instructions list the accepted forms, so check them before you finalize your choice.
Search the fictitious name records as well. A name that is not taken by a company could still be registered as someone else’s DBA.
Check beyond the state
State registration is not the same as the right to use a name everywhere. Before you commit, also check:
- Domain names. Is a reasonable web address available? Avoid awkward spellings just to get a domain.
- Social media handles. Look for consistent handles across the platforms your customers use.
- Federal trademarks. Search the U.S. Patent and Trademark Office database for similar marks in your industry.
- Plain web searches. Look for businesses already using the name, especially nearby or in your field, even if they never registered it.
Trademark questions can be complicated. If your name is central to your brand or you plan to expand widely, consider talking with a trademark attorney before you invest heavily.
LLC name vs. fictitious name (DBA)
Some owners form one company and operate under several brand names. In Florida, doing business under a name other than your legal name generally requires registering a fictitious name, often called a DBA. Here are the key rules:
- Registration costs $50 online.
- Before registering, the name must be advertised at least once in a newspaper in the county where your principal place of business is located.
- A registration is valid for five years and expires on December 31 of the fifth year.
- Renewals are filed between July 1 and December 31 of the expiration year.
A fictitious name is useful for new product lines or divisions, but it does not create a separate legal entity. Contracts and liability still belong to the owner or company behind the DBA.
Common naming mistakes
- Buying assets before checking. Signs, vehicle wraps and printed materials should come after your name is cleared and registered.
- Using words that suggest a license. Some terms imply professional credentials or regulated services. Check with any state licensing agency that oversees your field.
- Choosing a name too close to a competitor. Even if the state accepts it, it can confuse customers and invite disputes.
- Forgetting local requirements. Many cities and counties require a local business tax receipt, and some professions need state licenses. Check with your city, county and any state licensing agency.
Lock it in
Once you have a name that passes every check, move quickly. File your LLC or corporation on Sunbiz. A Florida LLC costs $125 in state fees, and a for-profit corporation costs $70. Then register your domain and social handles, get your EIN free from the IRS, and open a business bank account in the exact legal name.
Our business formation service handles the state filing for a $100 service fee plus state fees, and we can help you check name availability before you file. When you are ready for a website, our web development team can help you build a brand that matches the name you worked hard to choose.
Get a second opinion before you commit
A few hours of research now can save months of rebranding later. Search the state records, check domains and trademarks, and make sure the name fits where your business is headed.
If you want help narrowing your shortlist and filing correctly, book a free consultation or call (772) 356-3550.
